Senior Manager, Customer Experience Design
Hong Kong, HK

At AIA we’ve started an exciting movement to create a healthier, more sustainable future for everyone.

If you believe in developing a better tomorrow, read on.


The role is supporting Distribution Impact Projects across all AIA 18 markets in respective of CX improvement using human-centred, design thinking methodologies.

This is a role focuses on delivering holistic, omni-channel experience design from concept to production.

Roles and Responsibilities :

  • Responsible for customer experience journey formulation, solution design, research and partnering on implementation with BUs and other departments in Group and aligned with Group design principles and strategic objectives for Ascend 200
  • Design innovative and digitally enabled customer journeys to engage, re-activate and convert our customers.
  • Run workshop and interviews with customer & distribution facing teams to derive meaningful insights and incorporate into solution design.
  • Foster customer-centric attitude in BUs and guide them to align with the larger CX strategy.
  • Build out persona and personalize end-to-end experiences for our target customers based on different demographic, investment savviness, risk appetite and other behavioral traits.
  • Develop value proposition based on the target customers and AIA distribution sales force.
  • Working closely with the BUs to conduct in-house research and competitive analysis using fit-for-purpose methodology and tools (qualitative and quantitative).
  • Establish customer immersion process and methodology to validate business ideas and concept.
  • Keep up to date on latest trends and methodology for design, research, and prototyping
  • Closely with Proposition team and Channel leads to develop business initiative through consumer journeys, storyboards, ecosystem and service designs, prototypes, and other materials.
  • Establish measurable CX proof points (best practices) which lead to uplift of business performance and KPI’s.
  • Provide coaching and advice to BU stakeholders and transfer knowledge to build local capabilities.
  • Minimum Job Requirements :

    University degree holder graduate, ideally in Design-related field. Preferable with experience in financial services industry.

    8 years of work experience in similar capacity as Customer Experience team lead, with solid understanding of UX and service design methodologies, guidelines, and processes

    Experience with multiple markets in Asia Pacific region is preferred.

    Strong demonstration of experience in designing and creating omnichannel (online and offline) experiences.

    Ability to foresee market changes, dynamism in customer expectations

    Ability to define key metrics; identify and communicate the commercial impact of design decisions

    Flexible in applying expertise and skills to structure, lead and deliver results in initiatives of varied nature

    Excellent communications skills to influence senior stakeholders and mentor others in team

    Possess visual thinking, proof of concept, rapid prototyping, storyboarding and technical skills

    Has data-driven mindset and an aptitude for technology

    Ability to quickly produce deliverables and outcomes in an iterative environment

    Ability to lead design thinking and ideation workshops, in-person and remote.

    Knowledgeable in Agile management tools, techniques, and systems

    Team player and energizer


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